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  • Creating a parasocial relationship on social media: luxury brands playing cute in China

    • Authors: Bin Shen (2020)

  • This study provides evidence that ‘cuteness’ glamorizes Chinese consumers’ affective experience with a luxury brand in a social media context. Using systematically developed advertising stimuli and a nonstudent sample of 723 Chinese residents, the main experiment demonstrates that cute images featured in a social media post can engage consumers in a ‘quasi social interaction’ with a luxury brand with relatively low recognition. Once initiated, this parasocial interaction drives attributions of brand personality, encouraging greater brand admiration. However, this sequential order is absent in the high brand awareness condition. Our findings provide insights into anthropomorphism by exa...
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  • Public trust: a comprehensive investigation on perceived media credibility in China

    • Authors: Hongzhong Zhang; Shuhua Zhou; Bin Shen (2014)

  • The purpose of this study is to provide a comprehensive investigation on perceived media credibility in China. In order to assess people’s attitudes toward six media formats (television [TV], newspapers, radio, magazines, websites, and mobile devices), a series of surveys were conducted with a random sample of 5807 residents in 10 cities in China. Findings indicated that Chinese respondents perceived TV to be the most credible among all media and that TV was rated as more credible than newspapers. In addition, two official mouthpieces, China Central Television and the People’s Daily, were both perceived to be highly credible. But readership in general was a nonfactor in terms of credi...